Pernod Ricard Gulf.

Building Premium Brand Affinity In One Of The World's Most Regulated Consumer Markets.

FSM partnered with Pernod Ricard Gulf to strengthen the positioning of its premium spirits, champagne and wines portfolio across the Middle East through strategic communications, immersive brand experiences, executive engagement and carefully curated influencer programmes. Working across brands including Chivas Regal, Royal Salute, The Glenlivet, Absolut Elyx, Perrier Jouet, Absolut, Jameson and Jacob’s Creek, every programme balanced global brand consistency with regional cultural relevance.

Premium brands are not built through advertising alone. They are built through experiences people remember and communities they choose to join.

Strategic Principle

Client

Pernod Ricard Gulf

Sector

Premium Spirits

Services

Experiential Marketing
Media Relations
VIP Engagement
Influencer Programmes
Strategic Communications

Partnership

Long-Term Strategic Partner

Brands

Chivas Regal
Jacob's Creek Royal Salute The Glenlivet Absolut Elyx Perrier-Jouët Absolut Jameson

The Engagement

The Challenge.

Marketing premium spirits across the Gulf requires brands to navigate strict advertising restrictions while continuing to build relevance, advocacy and long-term consumer affinity. Rather than relying on traditional advertising, FSM developed integrated communications programmes combining immersive experiences, carefully selected ambassadors, editorial partnerships and influential guest communities that strengthened brand positioning within a tightly regulated market.

Key Outcomes

  • Delivered integrated communications across multiple premium spirits brands.

  • Developed immersive product launch and experiential campaigns.

  • Strengthened executive messaging and strategic brand positioning.

  • Managed media engagement, influencer programmes and stakeholder relationships.

  • Built long-term premium brand affinity across regional audiences.

Highlights From The Partnership

  • Chivas Regal

    The partnership with Chivas evolved into a series of flagship regional platforms built around immersive brand experiences and strategic media partnerships. Beginning with Chivas Legends, celebrating international icons from stage and screen, it expanded into Chivas The Venture, the brand's global entrepreneurship competition, before culminating in The Good Bartender, a Gulf-focused platform bringing together entrepreneurs, creatives and opinion leaders to bring Chivas' Success is a Blend philosophy to life.

    FSM led campaign planning and delivery, media partnerships and relations, talent coordination, and the curation and management of high-value guest audiences, ensuring every activation delivered meaningful engagement and commercial impact.

  • Jacob's Creek

    Created Our Table, an experiential platform centred around food, conversation and lifestyle storytelling, combining influencer partnerships, editorial content and premium events to reposition Jacob's Creek for a younger generation of consumers.

  • Royal Salute

    Designed exclusive luxury engagement programmes for media, VIP guests and opinion leaders, including curated polo experiences (including collaboration with Sentebale and the Royal Salute Polo Series), intimate private events and exclusive limited edition launches that reinforced the craftsmanship, heritage and exclusivity of one of the world's most prestigious Scotch whisky brands.

  • Portfolio Management

    Supported multiple premium brands across the Pernod Ricard portfolio, adapting global campaigns for regional audiences while maintaining consistent positioning across communications, experiential marketing and stakeholder engagement.

  • Strategic Advisory

    Provided long-term strategic communications counsel across the Gulf, helping translate international brand platforms into culturally relevant campaigns that strengthened premium positioning, consumer advocacy and long-term brand affinity.

Project Overview

An overview of the engagement, including the commercial context, strategic focus and capabilities applied throughout the partnership.

  • Pernod Ricard Gulf

  • Premium Spirits

    • Brand Experience

    • Premium Positioning

    • Consumer Engagement

    • Experiential Marketing

    • Media Relations

    • VIP Engagement

    • Influencer Programmes

    • Strategic Communications

  • Long-term strategic communications partnership supporting Pernod Ricard Gulf's premium spirits, champagne and wines portfolio through integrated campaigns, immersive experiences and stakeholder engagement across the Middle East.

The Engagement

Every engagement begins with understanding the challenge. We explore the context, the strategic approach and the outcomes delivered.

  • Marketing premium spirits across the Gulf requires brands to navigate strict advertising restrictions while continuing to build relevance, advocacy and long-term consumer affinity. Rather than relying on traditional advertising, FSM developed integrated communications programmes combining immersive experiences, carefully selected ambassadors, editorial partnerships and influential guest communities that strengthened brand positioning within a tightly regulated market.

    • Delivered integrated communications across multiple premium spirits brands.

    • Developed immersive product launch and experiential campaigns.

    • Strengthened executive messaging and strategic brand positioning.

    • Managed media engagement, influencer programmes and stakeholder relationships.

    • Built long-term premium brand affinity across regional audiences.

  • The partnership with Chivas evolved into a series of flagship regional platforms built around immersive brand experiences and strategic media partnerships. Beginning with Chivas Legends, celebrating international icons from stage and screen, it expanded into Chivas The Venture, the brand's global entrepreneurship competition, before culminating in The Good Bartender, a Gulf-focused platform bringing together entrepreneurs, creatives and opinion leaders to bring Chivas' Success is a Blend philosophy to life.

    FSM led campaign planning and delivery, media partnerships and relations, talent coordination, and the curation and management of high-value guest audiences, ensuring every activation delivered meaningful engagement and commercial impact.

    Jacob’s Creek

    Created Our Table, an experiential platform centred around food, conversation and lifestyle storytelling, combining influencer partnerships, editorial content and premium events to reposition Jacob's Creek for a younger generation of consumers.

    Royal Salute

    Designed exclusive luxury engagement programmes for media, VIP guests and opinion leaders, including curated polo experiences (including collaboration with Sentebale and the Royal Salute Polo Series), intimate private events and exclusive limited edition launches that reinforced the craftsmanship, heritage and exclusivity of one of the world's most prestigious Scotch whisky brands.

    Portfolio Management

    Supported multiple premium brands across the Pernod Ricard portfolio, adapting global campaigns for regional audiences while maintaining consistent positioning across communications, experiential marketing and stakeholder engagement.

    Strategic Advisory

    Provided long-term strategic communications counsel across the Gulf, helping translate international brand platforms into culturally relevant campaigns that strengthened premium positioning, consumer advocacy and long-term brand affinity.

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